REDEFINE YOUR AUDIENCE
Do you think you know who the best people are to target with your marketing? Think again. Reconsidering who may be interested in your products opens up a new world of potential customers, for the company intrepid enough to find a new audience for its advertising.
The Polish division of the brewing firm Carlsberg decided to create a beer to be marketed primarily to women. Karmi, a beer with a low alcohol content and high emphasis on flavor, was colorfully packaged and launched ...